商业头条No.80 | 乐高乐园“破格”而来

Core Insights - LEGO Group's global CEO Niels Christiansen announced the opening of the Shanghai LEGO Park, which is the largest LEGO park in the world, emphasizing that choosing Shanghai represents a choice for the future [1][3] - The park's opening has significantly increased interest, with a fivefold increase in search volume on travel platforms and ticket sales ranking among the top five attractions in Shanghai [3][4] Investment and Development - The establishment of the Shanghai LEGO Park is a culmination of a decade-long effort, with significant investment aimed at tapping into China's vast family consumption market [3][4] - The project faced initial skepticism regarding its location in Jinshan, which is 60 kilometers from the city center, but data analysis showed its strategic position within the Yangtze River Delta [6][10] Strategic Partnerships - The collaboration involved multiple stakeholders, including Shanghai Jinshan Investment Control, LEGO Group, Merlin Entertainments, and Huayi Brothers, with a unique investment structure where local partners hold a majority stake [11][26] - The project represents a shift from LEGO's previous strategy of only licensing its IP in Asia to a more integrated investment approach in China [11][26] Cultural Integration - The park incorporates significant Chinese cultural elements, with 80% of its attractions reflecting local culture, aiming to enhance visitor engagement and brand loyalty [13][15] - LEGO has previously launched products with Chinese themes, indicating a consistent strategy to resonate with local consumers [15][22] Market Impact - The opening of the Shanghai LEGO Park is expected to reshape the local tourism landscape, creating approximately 5,000 jobs and attracting talent to the region [19][22] - The park's success could lead to a cluster of theme parks in the Yangtze River Delta, similar to the Orlando model in the U.S., enhancing the region's appeal as a tourist destination [20][22] Future Prospects - The park is currently in its first phase, with plans for expansion and new attractions over the next five to ten years to maintain competitiveness in the growing theme park market [23][25] - The innovative partnership model of government-led initiatives combined with multi-party investment could serve as a blueprint for future theme park developments in other Chinese cities [26]